Abstract
This study explores the impact of multiscreening and ego depletion, frequently experienced by international viewers watching live sports from different continents in inconvenient time zones, on sponsorship effectiveness. Through three experimental studies, the research explores how synchronised ads can mitigate the negative effects of divided attention and cognitive fatigue. The findings reveal that both multiscreening and ego depletion significantly impair sponsor memory but do not affect perceived sponsorship fit. Notably, synchronised ads enhance sponsor memory for ego-depleted viewers, providing a promising strategy for marketers targeting fatigued international audiences to improve sponsorship effectiveness in global media consumption contexts.
| Original language | English |
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| Publication status | Published - 5 Sept 2025 |
| Event | European Association of Sports Management. B - Hungarian University of Sports Science, Budapest Duration: 2 Sept 2025 → 5 Sept 2025 |
Conference
| Conference | European Association of Sports Management. B |
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| City | Budapest |
| Period | 2/09/25 → 5/09/25 |